There was a time when local fashionistas would never have thought of shopping at Giordano, instead making a beeline for international high street stores such as H&M and Zara for stylish and affordable clothes.
However, in the past year homegrown fashion chains have fought back with clothing that's just as hip and kind to the pocket.
Brands such as G2000 and Izzue used to bring to mind images of staid office-wear and boring basics sold in nondescript environments. But new store decor, talented fashion designers and fresh advertising campaigns have helped to vamp up the image of local high street brands.
There have always been a few local high street chains pushing the style envelope, such as Fashion Community Kitterick; now, the big labels are finally catching up.
'In the past, our design focus was mainly based on functionality and past consumer preferences,' says Lauren Tien Tsak-yen, G2000's product director. 'Now, we're getting out of that and going for trend and fashion. The fashion landscape has changed quite a bit over the past few years and it's imperative that local brands step up to meet the challenge of increasingly 'fast' fashion at competitive quality and price levels,' she says.
Ken Ng Ka-hung, Giordano Concepts' marketing director, advocates a similar goal for his label. 'In the old days, local brands tended to focus on mass demand and therefore supplied the public with basic styles at a low price in the hopes of securing higher sales,' he says. 'However, our goal now is to supply tasteful fashion that appeals to the sophisticated and upmarket customer who is looking for originality, individuality and flair at an affordable price.'
